The Institute for Nonprofit News held its annual conference in Orlando, Florida, this week and featured two days of speakers trying to share valuable knowledge: how to make money in nonprofit news.

The need to find sustainable business practices in nonprofit organizations is just as important as it is for everyone else in journalism. INN began as a group of 27 journalists working at nonprofits in 2009, who formed a network of shared knowledge on how news publishers can make smart business decisions and improve on public service journalism.

This conference was funded by the Ethics & Excellence in Journalism Foundation and the Knight Foundation (which is also a funder of Nieman Lab). It brought in speakers from WordPress, ProPublica, The Trace, and Mother Jones (and two speakers from my alma mater the University of Missouri). Topics over the two-day sprint covered everything from fundraising to storytelling techniques, big ideas and little tips. Much of it was shared online via the hashtag #INNDays2018.

Your email copy should focus on the value in your organization's work, mentioning quality content costs and reinforce that funding comes from readers/member. Make sure you add "independent media." #INNDays2018

— INN (@INN) June 13, 2018

Speaking at #INNDays2018, @kinseywilson describes @TheDailyNYT as "a profound disruption of public radio." Because media habits have change, "people have an appetite to listen to one audio story, rather than the 18 one might hear in @MorningEdition."

— Current (@currentpubmedia) June 13, 2018

Thanks for attending the Four Ps of Sponsorship Sales at #INNDays2018. It was great to participate! Sharing my presentation: https://t.co/Nt9jNfGPbZ @INN @RJIFuturesLab

— Ebony Reed (@EbonyReed) June 13, 2018

55% of nonprofit newsrooms get majority of funding from foundations. Single topic sites more dependent with 62% of revenue coming from foundations. Foundation funding remains important. #INNDays2018

— INN (@INN) June 14, 2018

Sponsorships, of course, can only carry a publisher so far. Relating this back to content and producing a product that people will eventually pay for themselves is also important. Speakers discussed how to make human connections with stories that might otherwise seem too big of a sales pitch.

Kicking off #INNDays2018, keynoter @kinseywilson: if you want people to pay you have to shift from reach & frequency to building relationship w/audience.

— Pam Maples (@pamaples) June 13, 2018

Story 1 reaction: Oh dear 🤔
Story 2 reaction: Teddy’s hair didn’t fall about because…😩😩😩😩😩😭😭😭😭😭 #takemymoney#IRE18 #INNDays2018 pic.twitter.com/iG1hyxsalo

— Lucia A. Walinchus (@SoSaysLucia) June 13, 2018

Four things readers will pay for in terms of news: Business Content, Niche Content, Premium Content (e.g. NYT) and Bundled Content (both high value and lower value). @kinseywilson #AIRMedia #INNDays2018

— Daniel Lathrop (@lathropd) June 13, 2018

What news orgs have to do to build audiences, says @kinseywilson – Become essential daily habit. Have emotional attachment. Convey their support is a down payment of future value. #INNDays2018

— Lisa Gibbs (@lisagibbs954) June 13, 2018

Journalists and managers came away with some know-how on reaching, and keeping, audiences. INN will still be active over the weekend, working with investigative journalists to sharpen their skills at the Investigative Reporters and Editors conference for 2018.

Major INN Index report coming this fall. Stay tuned for that. #INNDays2018

— INN (@INN) June 14, 2018